Digital Marketing Manager, Product Marketing

GEICO•Bethesda, MD

7d•$109,675 - $172,200

About The Position

Within GEICO Product Marketing, the Digital Marketing Manager analyzes performance across owned digital channels and the online funnel to identify conversion breakdowns, diagnose root causes, and drive improvement. The role connects traffic from performance media and organic channels to on-site behavior, works with the Martech and measurement ecosystem, partners with SEO/AEO on discoverability and on-site optimization, and collaborates with Creative and Engineering on landing page optimization and experiments. The position produces a coherent view of the digital funnel and a prioritized cross-functional improvement agenda. It also includes hands-on page-level content and layout edits in the CMS, working closely with Creative, SEO, and Engineering. The role requires practical digital analytics and conversion optimization experience, including diagnosing funnel problems, understanding how Martech and measurement systems affect data, and driving measurable improvements through experimentation and cross-functional partnerships. The manager communicates findings and recommendations to stakeholders and leadership, connecting marketing channel activity, site performance, and customer experience.

Requirements

At least 5 years of experience in digital analytics, conversion or funnel optimization, or a related quantitative role, with a record of diagnosing funnel problems and driving measurable improvement.
Proficiency with data visualization tools such as Power BI and hands-on experience manipulating large datasets using SQL, Snowflake, or Python.
Working knowledge of Martech platforms, tagging, tracking, attribution, and data flows, and ability to partner with Analytics and technical teams to improve measurement quality.
Experience analyzing marketing channel and traffic data, including paid media, organic, and affiliate, and connecting it to on-site performance and conversion behavior.
Experience partnering with Analytics, channel owners, Engineering, Creative, and Product Marketing to turn performance findings into shared optimization plans.
Experience partnering with Creative on data-informed landing-page testing.
Comfort working hands-on in a CMS, such as Adobe Experience Manager, WordPress, or Contentful, to make page-level content and layout edits alongside Creative and Engineering.
Experience partnering with SEO teams on technical and content optimization.
Ability to synthesize technical data into clear, executive-ready stories and recommendations.
Bachelor's degree in Business, Data Analytics, or a related quantitative field.
Ability to connect channel-level media metrics with on-site behavior and diagnose where they diverge and why.
Experience working with Analytics and channel owners to connect upstream optimization decisions to measurable downstream funnel impacts.
Comfort making page edits directly in a CMS while collaborating with Creative and Engineering.
Experience partnering on or leading digital experiment design, translating business or marketing hypotheses into in-market tests that produce statistical results.
Ability to work cross-functionally, influence partners, align priorities, and turn shared insights into action.
Curiosity about why customers drop off in the funnel.

Nice To Haves

Experience in insurance, financial services, or another high-consideration consumer category with a long, complex path from ad click to completed application.
Direct experience with tagging and tracking implementation and experiment setup in partnership with Engineering.
Familiarity with answer engine optimization (AEO) and how it differs from traditional SEO in influencing discoverability.
Familiarity with emerging AEO considerations.

Responsibilities

Review the online funnel from ad click through completed application to identify gaps, drop-off points, and conversion opportunities.
Independently analyze site, funnel, and business performance using analytics tools and operational data.
Identify trends, diagnose root causes, and distinguish experience issues from traffic-quality and execution issues.
Communicate the expected impact of marketing investment changes on site metrics, providing stakeholders with a clear before-and-after view.
Analyze traffic composition by marketing channel and how traffic from paid search, paid social, affiliate, and organic behaves on-site.
Translate channel-level spend and traffic characteristics into expected site performance benchmarks by source.
Identify mismatches between upstream channel quality and downstream site metrics and propose experience optimizations based on traffic-source behavior.
Work with Marketing Analytics and channel owners to understand campaign optimizations, traffic-mix changes, and their downstream funnel impacts.
Partner with SEO/AEO teams to align on-site content, structure, and technical performance with organic search and answer-engine discoverability goals.
Analyze landing-page performance by traffic source and campaign, identifying messaging, layout, or performance issues that limit conversion.
Partner with Creative and Engineering to test and refine landing-page concepts, turning performance findings into briefs and iteration recommendations.
Make hands-on CMS updates to copy, imagery, and page-level layout in collaboration with Creative and Engineering.
Partner with Engineering to design, scope, and prioritize experiments to improve funnel and conversion performance.
Track, monitor, and consistently read out active site experiments.
Use data to propose UX and funnel testing to improve the quote and application experience.
Use dashboards such as Power BI to monitor funnel health, traffic performance, SEO/AEO, and experiment status at macro and diagnostic levels.
Use SQL, Snowflake, or similar platforms to construct BI reports and uncover digital conversion gaps.
Understand the Martech stack, tagging, tracking, and data flows to identify measurement gaps, partner on fixes, and ensure reporting reflects the customer experience.
Communicate performance insights and recommendations to leadership in clear, business-ready narratives.
Connect Analytics, channel owners, Engineering, Creative, SEO/AEO, and Product Marketing to align insights, priorities, and optimization plans.